Superfandom
How Our Obsessions Are Changing What We Buy and Who We Are
Welcome to the “fandom-based economy”—where today’s most passionate fans drive, engage with, and create communities around top brands. In other words, they’re the people who’ll make or break your company. And in Superfandom—an in-depth account of the rise of fandom—Zoe Fraade-Blanar and Aaron M. Glazer show us how to discover, and react to, the people who care the most about our products.
Fans aren’t just customers anymore—and we’ve come a long way since the stigma of so-called ‘geekiness.’ Today’s fans (and superfans) have transformed their relationship with the brands they love—and have driven billions in sales. In Superfandom: How Our Obsessions Are Changing What We Buy and Who We Are, Zoe Fraade-Blanar and Aaron M. Glazer offer fascinating case studies and up-to-the-minute examples of why getting fan engagement right is so essential. In funny, informed keynotes, they give everyone from traditional businesses to tech start-ups the tools and insights necessary to stoke the admiration (and imaginations!) of their most ardent base.
Zoe Fraade-Blanar is a technologist, teacher, and interaction designer. She is a faculty member at New York University’s Interactive Telecommunications Program (ITP) and the Studio 20 program at the NYU Arthur L. Carter Journalism Institute. She is also co-founder and Chief Design Officer of the crowd-sourced toy company, Squishable. Aaron M. Glazer is the co-founder and CEO of Squishable. Before founding Squishable, he worked as a business researcher, consultant, and journalist. He began studying non-traditional entrepreneurial models during his time at Johns Hopkins University. Both Zoe and Aaron have done a great deal of speaking at conferences and in an academic context.